서비스종업원에 대한 내부마케팅과 서비스지향성, 서비스몰입, 종업원충성도 간 구조적 인과관계

This paper is to explain and investigate relationship between internal marketing factors, serviceorientation, service commitment, employees’ loyalty in electronic service products setting for thepurpose of identifies how internal marketing factors influences on service orientation and serviceorientation influence on service commitment and employees’ loyalty. A survey study wasconducted to collect the data with the actual service suppliers at electronic product malls. Structural equation modeling analysis(SEM) was performed to test the research hypothesis. Theresults of the study shows as follows: First, it was found that internal communication influence onemotional service orientation, altruistic service orientation and service commitment and participantto external communication influence on service commitment, but there had no significant pathcoefficients between training and education, personal rewards, service orientation and servicecommitment. Second, while emotional service orientation had effect on employees’ loyalty,altruistic orientation influence on service commitment and employees’ loyalty. Finally servicecommitment had effect on employees’ loyalty. To sum up, it was found that organizationalsupports to front-line employee are more important internal communication than traditionalsupport method such as training, education and rewards, and internal communication to front-lintemployee affect service orientation and service commitment and then ended up influences onemployees’ loyalty.